Six Innovative Uses of QR Codes in Insurance Marketing

Apr 26, 2012

Vya Staff

Insurance-iStock-000015701146XSmall_thumbWe’ve talked frequently in the DocuStar (now Vya) blog about the importance of providing convenience with the QR scan. Here we share some innovative ways insurance companies are using QR codes to add value and provide convenience with the scan.

1. QR codes on insurance cards: Atlas Financial is a commercial automobile insurer who deployed QR codes to assist customers with roadside claims reporting, including uploading photos from the accident scene directly from their smartphones. Each insurance card carries a special QR code the customer can use to submit claims information as a convenient alternative to dialing in a claim. Does this use pass the convenience test? We think so! Even though it’s a great idea to provide QR codes as an option for convenient claims reporting, we also like that Atlas provides a 1-800 number in addition to QR codes. Options are good. Providing convenient ways to optimize the user experience with new technologies is even better!

2. QR codes on direct mailers. With the growing audience of consumers relying on smartphones and tablets to manage their online information, adding a QR code to your next prospect direct mail campaign is a convenient way for consumers to initiate the quote process. QR codes could even be tied to a PURL component to personalize the landing page and pre-load the prospect’s contact information for initiating a quote. The most important key here? Be sure that your landing page is mobile-optimized, or your prospects may question the relevance of your QR code use.

3. QR codes to enroll in paperless billing and pay bills instantly. Let’s face it. Many of us don’t have time to file our printed policy statements, and most of us are already managing our accounts online anyway. Enrolling in paperless billing helps customers cut down their clutter, minimizes printing costs and has the added benefit of being good for the environment. Auto and homeowner’s insurer imingle uses QR codes linked to billing statements where customers can quickly and conveniently pay their bills, bypassing the hassle of having to remember a billing login or password or search for credit card information to pay. Brilliant!

4. QR codes to prompt periodic policy reviews. Kids graduate. Addresses change. Insurance coverage needs evolve. Keep your customers’ information updated with QR codes on customer communications that link to a mobile-optimized website where customers can manage policy members and coverage options with just a few clicks.

5. QR codes in emails linking to an app download. Do you have an insurance application designed for smartphone use, such as imingle, that you want to promote? Why not add a QR code to customer emails or direct mailers that automatically links to the app store where customers can download your app? This use definitely passes the convenience test. Be sure to road test with a variety of smartphones before deploying your campaign.

6. QR codes to assess your reach. Does your brand cater to a certain demographic customer profile? Aggregate the geographic data on QR codes scanned from direct mailers to gauge brand penetration and interest in various target areas, and adjust your marketing promotions mix accordingly.

Determining if QR codes ‘fit’: A checklist before you launch

1. Does your QR use provide value and convenience with the scan?
2. Does your QR campaign provide a compelling call to action such as a discount, incentive, or further information provided with the scan?
3. Does your QR code link to a mobile-optimized website or web form?

How have you seen QR codes used in the Insurance industry?

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Tags: QR Codes, insurance, QR Code Strategy, Insurance Marketing

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